Perceived Value and Online Purchase Intention: Mediation of Electronic Trust in Lambayecano Consumers (#806)

Authors

Reaño Gonzáles, Enrique Alberto

Suysuy Chamberg, Ericka Julissa

Ganoza-Ubillús, Lucila María

Vargas Pérez, Adela Mariana

Chuquitucto Cotrina, Lisseth Katherine

Saavedra Torres, Isaac

Garcés Rosendo, Eduardo Jesús

Abstract

This study analyzes the influence of perceived value and electronic trust on the purchase intention of Lambayecano consumers in the online environment, highlighting the crucial mediation of electronic trust in this relationship. Through a non-experimental cross-sectional design and the use of confirmatory factor analysis and structural equation modeling on a sample of 150 participants, this research reveals that although perceived value positively impacts trust, only the latter has a moderate direct effect on purchase intention. The findings suggest that perceived value alone is not enough to motivate purchase intention without the mediating role of trust. This discovery underlines the importance of generating trust in the realm of e-commerce to transform positive perceptions into effective purchase decisions. The conclusions emphasize the need for e-commerce platforms to not only enhance the value proposition of their offering but also implement effective strategies to build and maintain trust with their consumers, which is essential for facilitating the transition from intention to purchase action.